VisitBritain is taking the best of Britain to Australia and New Zealand, leading a major trade mission to boost inbound tourism and visitor spending.
VisitBritain’s five-day Australian trade mission, taking place from 14-18 September in Sydney and Melbourne, sees dozens of British travel trade and industry suppliers meet with more than 300 buyers and advisors from Australia to do business, with trade media also in attendance. It is preceded by a trade workshop in Auckland, New Zealand, underway from 9 September, with more than 150 travel agents and advisors set to attend.
One-to-one business meetings are set to take place during the mission and workshop, giving top Australasian travel buyers the chance to connect with British suppliers and destinations, learn about the latest products and innovations on offer and explore new business opportunities.
Destinations including VisitScotland, Visit Wales, Marketing Manchester, Visit Birmingham & West Midlands, Visit Lake District and Visit West are joining the mission, alongside tourism businesses representing attractions, accommodation providers, tour operators and destination management companies from across Britain.
VisitBritain CEO Patricia Yates said:
“This major trade mission brings our very important Australasian markets together with British suppliers to do business, shining the spotlight on the fantastic products and experiences on offer and getting those sold in international markets, boosting Britain’s economy.
“The friendship and connections between our countries already run deep and our trade missions are proven catalysts for growth. Building product and destination knowledge broadens travel itineraries so visitors explore more of Britain, spreading the economic benefits of visitor spending across our nations and regions and supporting local jobs and businesses.
“Travel advisors in Australia and New Zealand shape long-haul travel decisions and hearing first-hand about what visitors want and expect gives our tourism businesses and destinations valuable insights. From our vibrant cities and world-class attractions to our history, heritage and contemporary culture, we’re showcasing the very best of regional Britain to the people who influence travel bookings every day.”
Alongside business appointments, VisitBritain is hosting travel advisor engagement events, market briefings and industry roundtable discussions, supporting British suppliers to build relationships with travel trade partners and convert demand for Britain into future bookings.
The trade mission and workshop come as VisitBritain continues to roll out its global ‘Starring GREAT Britain’ screen tourism campaign. The campaign is harnessing the powerful draw of film and tv locations to inspire more visitors to choose Britain, discover more and stay longer, driving visitor spending into local destinations. VisitBritain’s research shows that more than 9-out-of-10 potential visitors to the UK are keen to visit locations used in filming and seen-on-screen during their trip.
Australia is one of the UK’s most important inbound markets, its fourth most valuable. VisitBritain’s latest estimates show Australians are forecast to spend £1.7 billion on their trips across the UK this year. The number of Australian visits to the UK is forecast to reach 1.1 million.
New Zealand has been one of the UK’s fastest* growing visitor markets in recent years. VisitBritain’s latest forecast for 2026 is for 275,000 visits from New Zealand to the UK this year, with those New Zealanders forecast to spend £385 million on their trips.
As well as its trade missions and workshops, VisitBritain continues to work closely with industry and partners in market to promote the outstanding tourism offer and experiences that visitors can only have in Britain.
